Public Relations and Social Marketing

PUBLIC RELATIONS AND SOCIAL MARKETING 4(1+3)

Lesson 16 : Managing Market Channels

Direct channel (zero level): manufacturer --- customer

The most simple and the shortest mode of distribution is direct distribution, where in the goods are made directly available by the manufacturers to customers, without involving any intermediary. This is also called zero level channels.

A straight and direct relationship is established between the manufacturer and the customer. For example; Breeder seeds are sold to the farmer from research stations of ANGRAU.

Similarly, mail order selling, internet selling and selling through own sales force, are example of direct selling or zero level channel.